When Oscar Orozco, the director of forecasting at eMarketer, set forth to model TikTok’s growth for 2021, he thought it had to slow down.
People used TikTok for 38.6 minutes each day in 2020, approximating Facebook’s all-time high of 39.8 minutes. That was a year of lockdowns. And with restrictions lifted and a higher base to work off, TikTok was supposed to stall. But instead, it defied his expectations.
“We were surprised to see the growth we did,” Orozco said. “We thought it would stabilize.”